Conceived as a first foray into Australia for a natural cosmetics company from Greece, this retail design translates the brand’s heritage and values for maximum appeal in the contemporary local context.
Inspired by the holistic approach to healing espoused by the Father of Medicine, Hippocrates, and with a strong emphasis on naturally derived active ingredients, the Apivita brand provides fertile ground for storytelling through design.
The space is imbued with the Greek ideal of “filoxenia” – a spirit of generosity and hospitality – with materials and forms referencing traditional pottery, the use of indigenous Greek plants and herbs, and most prominently, beekeeping and honey.
In formulating an interior palette, we looked to the colours and textures of olive and citrus groves—with their woody branches and rich, evergreen leaves—and to the undulating, rocky landscapes of white and blue stone. Further inspiration was drawn from the bell-shaped terracotta beehives of ancient Greece and to the lustrous warmth of honeycomb and honey.
The beehives, honeycomb and honey also inspired a series of organic architectural and interior design features, drawing an explicit connection between the store and its product offering.
Brass serving counters feature inset display vessels that glisten like large drops of honey. On the floor, an inlaid strip of brass guides customers on a winding circuit through the store, in a stylised representation of the way that bees share navigational information, known as the “waggle dance”. Above, a waffle ceiling crafted from timber gives the impression of giant honeycomb.
Customers are welcomed at a terracotta hospitality table with Greek mountain tea served with honey, where they can experience the products firsthand. It has an organic form with the base influenced by ancient beehives.
The idea of hospitality is well established in Apivita’s overseas stores and is key to the brand’s identity. As part of the personalised service, customers can consult a natural pharmacist about specific health issues, and have base product tailored with appropriate natural additives.
Glass in this section of the interior is printed with images of Greek groves and orchards. This again reinforces the connection between the brand and natural ingredients, while adding a lush green backdrop to the space.
The experience of visiting this retail store is to be welcomed into Apivita’s world, to be enchanted by the rustic charm of the Greek countryside, but in a very contemporary setting, and to seek wellbeing informed by centuries of Greek tradition.
Visualisation: Concrete Robot